200915 Lecture Notes - Lecture 7: The Experience Economy, Co-Creation
Lecture 1)The experience economy-
Pine + Gilmore argue that businesses must create memorable events for customers and
that memory becomes the product-experience
experiences-inherently defined,existing only in mind of individual
-who has been enganged in emotional,physical,intellectual or even spiritual level
memorable experiences-
harmonise positive cues
eliminate neg cues
create theme
engange 5 senses
mix in memorabilia
apple-unique experience-product demos,experiment with merch-explore,discover merch
Passive-
Esthetic-consumers is sensory rich enviro-appreciates enviro doesn’t affect experience
garden-diff colours,scents
Entertainment-observe activities-
Active-
Escapist-activively immersed and participate in activity
e.g)cafes,restaurants-where customise own icecream and dishes
Educational-increasing knowledge and skills from absorbing info
actively participate
e.g)bakery helps customers learn about the production of cookies
then trying cooking cookies
immersion and absorption
Immersion-involved,partaking in the experience
Absorption-some part of you is involved,but your not experiencing it
reading harry potter-enjoyed reading but not involved in experience
watching movie at universal studios -4d –smells,squirted water
Passive and Active
Passive-individual don’t affect performance
